Viacom 18’s VOOT on June 20, announced its partnership with Bollywood’s most celebrated extravagant award show IIFA 2016, which will be held from June 23-26 in Madrid, Spain. This strategic alliance with the International Indian Film Academy is in line with VOOT’s aim of bringing differentiated and engaging content to its digital audience.

With IIFA 2016 ready to take off later this month in Madrid, VOOT is gearing up to converge the younger generation who are getting their TV entertainment from Internet-connected devices, with the razzmatazz of this Bollywood extravaganza.

Speaking about the association, Gaurav Gandhi, COO, Viacom18 Digital Ventures said, “With this association with IIFA, which already enjoys a massive fan following in India, we are further strengthening our Bollywood proposition as well. Viewers in India will now be able to stream all IIFA 2016 Awards, IIFA Rocks and related content on their mobile and computer screens on-demand and this will be available exclusively on VOOT.”

Sabbas Joseph, Director, Wizcraft International, said “The partnership will not only magnify the IIFA experience for its Indian fans – with the content now being available on-demand across screens, but it will also increase IIFA’s overall reach to a newer audience base that prefers to consume content primarily on their digital devices.”